My experience is this. In sales it is important to "hear" the customer and not just listen. With hearing what they are saying you are learning who they are and ultimately what they need. It's not about making the sale, it is about building a relationship.
So, hearing is most valuable. And when you incorporate that into the digital process the sales person needs to "hear" the words that are coming across that screen. Ask questions and be personable so that the reltionship is being bult. MR or MRS Potential customer needs to feel that the sales person is a person and not an AI on the other side ( when working thru emails, and text ).